How Marketo Drives Growth with Strategic Content Marketing
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The document discusses Marketo's use of content marketing to drive growth from startup to IPO. It provides details on Marketo's content strategy, including creating different types of content tailored to early, middle, and late stage buyers. Marketo invests 10% of its marketing headcount in content creation and stresses repurposing, rewriting, and retiring content. Short form content and testing different formats and channels are also discussed.
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How Marketo Drives Growth with Strategic Content Marketing
- 1. From Startup to IPO: How Marketo Drives Growth with Content © 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
- 2. About Jon Miller VP Marke:ng and Co-‐Founder 1. My first child was born the same month that we incorporated Marketo 2. Born in Ethiopia 3. Studied Physics at Harvard, captain of high-‐ school debate team and newspaper staff 4. I have a top secret “Q” clearance from DOE @jonmiller Page 2 © 2013 Marketo, Inc. @jonmiller
- 3. Marketo Strong Revenue Growth Page 3 © 2013 Marketo, Inc. @jonmiller
- 4. How Marketo Built our Brand © 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
- 5. Page 5 © 2013 Marketo, Inc. @jonmiller @jonmiller
- 6. INFORMATION ABUNDANCE Page 6 © 2013 Marketo, Inc. @jonmiller
- 7. Page 7 © 2013 Marketo, Inc. @jonmiller
- 8. Build Awareness Page 8 © 2013 Marketo, Inc. @jonmiller
- 9. Create Preference Page 9 © 2013 Marketo, Inc. @jonmiller
- 10. Reduce Risk It’s one way to ‘reduce whisk’. Get it? #groan Page 10 © 2013 Marketo, Inc. @jonmiller
- 11. What Kind of Content Do We Create? © 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
- 12. Topics to cover: • Business challenges • Emo:ons / hopes • Purchase drivers • Language they use (keywords) • Digital habits • Where they go to learn Personas should be: • Dis:nct from each other • Cover the market • Feel real (I’ve talked to that person!) • Easy to explain Don’t have too many! Four to six is most common. Page 12 © 2013 Marketo, Inc. @jonmiller
- 13. Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Middle Stage Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Late Stage Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies At each stage, focus on InformaFon Needs more than Format Page 13 © 2013 Marketo, Inc. @jonmiller
- 14. Content Mapping Stages 1 2 3 A B C D Page 14 © 2013 Marketo, Inc. @jonmiller
- 15. 5 Food Groups of Content Tabasco Chocolate Cake Roasts Spinach Raisin Bran Page 15 © 2013 Marketo, Inc. @jonmiller
- 16. The Right Content Per Channel Matters Source: chicagostyleseo.com Page 16 © 2013 Marketo, Inc. @jonmiller
- 17. Influencer Egobait Page 17 © 2013 Marketo, Inc. @jonmiller
- 18. Creating Content at Scale © 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
- 19. Return How Much Content Should You Create? Page 19 © 2013 Marketo, Inc. Investment @jonmiller
- 20. Staffing for Content Creation • Appoint execu:ve editor • Invest in content creators Content consumers o Great communicators o Self-‐promo:onal o Marketo invests 10% of markeFng headcount into content • Distribute crea:on: internal + community-‐generated www.marketo.com • Create a content / social /trust/social-‐media-‐ policy policy.php Page 20 © 2013 Marketo, Inc. @jonmiller
- 21. The 3 R’s of Content Marketing REPURPOSE, REWRITE, RETIRE Page 21 © 2013 Marketo, Inc. @jonmiller
- 22. Repurpose Content Page 22 © 2013 Marketo, Inc. @jonmiller
- 23. Rewrite and Redesign Before Page 23 © 2013 Marketo, Inc. After @jonmiller
- 24. Retire • Every piece of content should have a limited shelf life • Ask yourself: • • How is this content piece performing? Should we rewrite or redesign? • Obvious content to re:re: • • • Page 24 © 2013 Marketo, Inc. Reports that are dated Assets around an event Topic is no longer relevant @jonmiller
- 25. Top of Funnel © 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
- 26. Page 26 © 2013 Marketo, Inc. @jonmiller 26
- 27. • Top sources of Targets rely on Content for offers • Note: note all Channels convert the same Source: Marketo data, Marketo Revenue Cycle Analy6cs, Q1 and Q2 2013. Does not include all sources. Page 27 © 2013 Marketo, Inc. @jonmiller
- 28. Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Middle Stage Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Late Stage Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies At each stage, focus on InformaFon Needs more than Format Page 28 © 2013 Marketo, Inc. @jonmiller
- 29. Page 29 © 2013 Marketo, Inc. @jonmiller
- 30. Short Forms Outperform Long Forms Short (5) Medium (7) Long (9) Conversion: 13.4% Conversion: 12.0% Conversion: 10.0% Cost per: $31.24 Cost per: $34.94 Cost per: $41.90 Page 30 © 2013 Marketo, Inc. @jonmiller
- 31. The Right Format for Each Channel I’m going to make you an offer you can’t refuse. Learn how to make the most out of every lead in your database. Download The Defini:ve Guide to Lead Scoring: hhp://marketo.com/DG2LS Page 31 © 2013 Marketo, Inc. @jonmiller
- 32. Page 32 © 2013 Marketo, Inc. @jonmiller
- 33. Test & Tune With Social Funnel Metrics Coloring Book Results • 289 par:cipants shared • 354 registered downloads • 19.8% increase in registered downloads Page 33 © 2013 Marketo, Inc. @jonmiller
- 34. Middle of Funnel © 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
- 35. Scoring and Nurturing Nurture Pass to Sales Pass to Sales Nurture Disqualify • Only 25% of new Prospects are ready for Sales • Nurturing generates 50% more sales leads • Score based on Fit, Engagement, and Timing Get The “DefiniFve Guide to Lead Nurturing” hep://marketo.com/DG2LN Page 35 © 2013 Marketo, Inc. @jonmiller
- 36. Lead Nurturing Relevance Stages A B 1 2 • • • • 1. BUYING STAGES 3 Early: Be a Beeer Marketer Mid: Why MarkeFng AutomaFon Late: Why Marketo Customer: Success 2. BUYING PROFILES C • MarkeFng • Sales D • Exec Get The “DefiniFve Guide to Lead Nurturing” hep://marketo.com/DG2LN Page 36 © 2013 Marketo, Inc. @jonmiller
- 37. Page 37 © 2013 Marketo, Inc. @jonmiller
- 38. Demographic “Fit” Score PosiFve Demographic Score • e.g., Marke:ng Manager :tle, known CRM customer, known compe::ve solu:on customer NegaFve Demographic Score • e.g., Generic email address, illegi:mate phone number, non-‐existent company (unemployed, self, looking) Data Augmentation, Not Forms Page 38 © 2013 Marketo, Inc. @jonmiller
- 39. • Early stage content +3 • Ahend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -‐10 • Decay inac:vity: -‐1, -‐5, -‐10 • Pricing pages: +10 • Watch demos: • +5 overview • +10 detailed • Mid-‐stage content +8 • Late-‐stage content +12 • Searches for branded keyword “Marketo” +8 Get The “DefiniFve Guide to Lead Scoring” hep://marketo.com/DG2LS Page 39 © 2013 Marketo, Inc. @jonmiller
- 40. How We Measure the Value of Content © 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
- 41. Metrics for Each Stage Early Mid Late • Traffic / views • Lead generaFon (targets) • Downloads • Pipeline and • Links opportunity • Shares and Likes allocaFon • Sales usage Page 41 © 2013 Marketo, Inc. @jonmiller • Sales usage • Pipeline and opportunity allocaFon • Revenue allocaFon
- 42. Top Traffic (Q2+Q3) Page 42 © 2013 Marketo, Inc. @jonmiller
- 43. Top Resource Downloads (Q2+Q3) Page 43 © 2013 Marketo, Inc. @jonmiller
- 44. Why Allocation? • MulFple touches. Seven touches needed to convert a cold lead into a sale • MulFple influencers. Typical buying commihee has 5-‐21 people Page 44 © 2013 Marketo, Inc. @jonmiller
- 45. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics Page 45 © 2013 Marketo, Inc. @jonmiller
- 46. First vs. Multi-touch Screenshot: Marketo Revenue Cycle Analytics Page 46 © 2013 Marketo, Inc. @jonmiller
- 47. Content Performs Better With Multi-touch Screenshot: Marketo Revenue Cycle Analytics (actual data) Page 47 © 2013 Marketo, Inc. @jonmiller
- 48. Top Pipeline Drivers (YTD) Page 48 © 2013 Marketo, Inc. @jonmiller
- 49. Additional Resources DefiniFve Guide to MarkeFng AutomaFon hep://marketo.com/DG2MA The DefiniFve Guide to Social MarkeFng hep://marketo.com/DG2SM The DefiniFve Guide to MarkeFng Metrics & ROI hep://marketo.com/DG2MM Page 49 © 2013 Marketo, Inc. @jonmiller
- 50. Tweetable Takeaways & Q&A 1. Informa:on abundance is transforming how buyers buy 2. Modern consumers trust brands that provide useful content without trying to sell them something 3. You need different content for each persona, phase of the buying cycle, and channel 4. Create content at scale by repurposing and rewri:ng your content 5. Most leads from content are not ready-‐ to-‐buy – nurture and score rela:onships over :me 6. Measure early stage content by views; mid-‐stage by leads; and late stage by revenue alloca:on Page 50 © 2013 Marketo, Inc. @jonmiller @jonmiller
- 51. #CONTENTSF